Yuvraj Singh's NGO defends 'check your oranges' breast cancer ad, calls it a 'bold choice’

The YouWeCan Foundation responded to the criticism, defending its choice of imagery and language.

Yuvraj Singh’s YouWeCan Foundation recently found itself in the midst of a controversy after launching a breast cancer awareness campaign that drew criticism for its approach. The campaign, which featured the tagline "Check your oranges once a month," sparked a wave of negative reactions on social media, with many accusing the organisation of trivialising a serious issue by using the word "oranges" to refer to breasts.

The controversy began when a social media user shared a photo of the ad displayed in Delhi Metro, criticising its messaging. The image depicted a woman holding two oranges, with onlookers seemingly drawn to the fruit, prompting questions about why the ad chose to avoid using the word "breasts" directly. Many found the euphemism inappropriate, while others debated whether the ad was even real, with some speculating it was generated through artificial intelligence.

Journalist Rituparna Chatterjee took to LinkedIn to voice her disapproval, stating, "Check your breasts, not oranges, for lumps," and questioning why the campaign avoided using the correct terminology for such a critical health issue. Chatterjee also referenced the importance of using accurate anatomical terms to foster conversations around health, particularly in the context of breast cancer.

Her critique led to a broader discussion about how health campaigns should be framed to promote dialogue while respecting the subject's sensitivity. The YouWeCan Foundation responded to the criticism, defending its choice of imagery and language, describing the decision as a "bold" but necessary approach to break the stigma surrounding discussions of breast cancer. The NGO acknowledged the difficulty of encouraging open conversations about the disease, explaining that the campaign's creative direction was aimed at sparking engagement and raising awareness.

Despite its defence, the backlash led the organisation to remove related posts from its Instagram page. In a statement, the foundation expressed its gratitude for the feedback, stating, "We are proud that this campaign has already achieved significant success, with more and more people engaging with the topic positively and opening up vital conversations about early detection."